..>DefinitionofcultureCultureisthetotalaccumulationofbeliefs,customs,values,institutionsandmunicationpatternsthatareshared,learnedandpassedthroughthegenerationsinanidentifiablegroupofpeople.Characteristicsofculture(10)1、CultureissharedCultureisasystemofsharedvaluesbeliefsorpatternsofbehaviorsheldinagroup,organizationorsociety.Itisnotpropertyofanyindividual.2、cultureiscumulativeHumanbeliefs,artsetc.areresultsofmanygenerations.Everygenerationscandiscoverthenewthings.Thenewknowledgeareaddedtowhatwaslearnedinpreviousgenerations.3、cultureislearnedCultureisnotinherentwithanypeople.Culturecannotbegeneticallyandautomaticallypasseddownfrompreviousgenerations.Anditshouldbetaughtandlearnedbypeople.4、cultureisadaptiveCultureiscreatedbyhumans.Humanshavetoadapttheenvironment.thusisindevelopmentbearsthetraitofbeingadaptive5、cultureisdynamicAtthesametimethatnewcultureareadded,andtheoldonesarelostbecausetheyarenolongeruseful.6、cultureissymbolicSymbolsgenerallyserveasmunicativetoolsforamultitudepurposes,onapersonsaswellasculturelevel.7、cultureisrelationalCultureisanorganicwhole.Alltheponentsofcultureareinterlinked.8、cultureisimplicitande*plicitSomelayerscultureareeasytobeobserve,likeeating,dressing,talking.Buttheideasunderlyingthebehaviorsaregenerallyhardtoknow.Manyscholarslabelthecultureasiceberg.9、cultureisuniversal10、cultureisdiversifiedHall’sdimensionsHighconte*tHigh-conte*tmunicationreliesheavilyonnonverbal,conte*tualandsharedculturalmeanings.Themeaningsarenotfullye*pressed.Meaningsaredeterminedby"how〞thingsaresaid,ratherthan"what〞issaid.日本歐洲東部和南部阿拉伯CollectivismLowconte*tVerbalcodesratherthantheinformationimpliesClearstraightandto-the-pointmunication美國德國斯堪的納維亞IndividualismMonochromiccultureDoonethingatonetime,Concentrateonthejob,taketimeseriously,low-conte*tandneedinformation,mittothejob,religiouslytotheplans,notdisturbingothers,seldomborroworlendthings,emphasizepromptnessPolychromiccultureDomanythingsatonce,subjecttointerruptions,considertimemitmentsanobjectivetobeachieved,high-conte*tandalreadyhaveinformation.Changeplansoften.Emphasizetherelationships.Triandis’sindividualism&collectivismIndividualismFostersindependenceandindividualachievement,Promotesself-e*pression,personalchoice,individualthinkingAssociatedwithegalitarianrelationshipsandfle*ibilityinrolesUnderstandthephysicalworldasknowableapartofhumanlifeCollectivismInterdependenceandgroupsuccessPromotesadherencetonormsAssociatedwithstable,hierarchicalrolesSharedproperty,groupownershipElementsofmunicationSource(sender)EncodingMessageMedium(channel)ReceiverDecodingResponseFeedbackGrice’scooperativeprincipleQuantityma*imMakeyourcontributeasinformativeasisrequiredforthecurrentpurposeofe*change.Donotmakeyourcontributionmoreinformationthanisrequired.〔量的準(zhǔn)則——話語提供充分而不多余的信息〕Qualityma*imMakeyourcontributionisture〔質(zhì)的準(zhǔn)則——話語的容是真實(shí)的〕Relationma*imBerelevant〔關(guān)系準(zhǔn)則——話語與話題有關(guān)，即與所要實(shí)現(xiàn)的意圖有關(guān)〕Mannerma*imBeperspicuousAvoidobscurityofe*pressionAvoidambiguityDebriefandorderly(方式準(zhǔn)則——說話要清楚明白、簡潔而有條理)Brown&levinson’sfacetheoryFaceissomethingthatisemotionallyinvested,canbelost,maintained,orenhanced,andmustbeoftenattendedtoinmunicationPeoplecooperatewhilemaintainingfaceininteraction.Facetheory:facethreateningacts(FTAs)PolitenessstrategiesPolitenessstrategies:baldon-record不使用補(bǔ)救措施赤裸裸的公開實(shí)行面子威脅行為off-recordindirectstrategy非公開的實(shí)行面子威脅行為negativepoliteness消極禮貌策略Positivepoliteness積極禮貌策略Face:negativefacePositivefaceThoughtpatternsFielddependence場依存性HolisticthinkingeasternpeoplePerspectiveofthewhole,alltherelevantpartstakeintoaccount.EasilyinfluencebyothersFieldindependence場獨(dú)立性AnalyticthinkingwesternpeopleDivindingthewholeintopartstoanalyzethefeaturesorrelationsbetweenthepartsHardlyinfluencebyothersEastern:field-dependence,holisticthinking,high-conte*tWestern:field-independence,analyticthinking,low-conte*tPhasesofnegotiationPreparation準(zhǔn)備Non-tasksounding非任務(wù)測探Task-orientede*changePersuasion勸說ConcessionConclusionponentsofabrandBrandname品牌名稱〔產(chǎn)品〕Brandmark品牌標(biāo)志〔產(chǎn)品〕Tradename商號〔公司名字〕Trademark品牌商標(biāo)SWOTanalysisStrengthsWeaknessesOpportunitiesThreatsInterculturaladvertisingstrategiesStandardizationstrategyConveyande*tendthesameadvertisingmessagetodifferentmarketsandculturesKeypoint:DealwiththedifferentmarketsusingthesamemassageE*ample:MarlboroPhilips優(yōu)點(diǎn)：reinforcethecorporateimageSavingenergyBeconvenienttomanageparedwithseveralads缺點(diǎn):unlikelytobeadaptivewithoutchangetoallforeigncultu